By taking on the premium market, a brand like Genesis tries to go where others have failed. Will it be a Lexus or Infiniti?
’s newcomer, Genesis. Its saloons and SUVs have already impressed, and it has its first electric car coming this year.The way that many people interact as consumers has changed during the pandemic, and this could benefit Genesis’s direct-to-customer approach. It uses a combination of showrooms that it calls Genesis Studios and online tools – but will it survive where Infiniti couldn't?
Andrew Pilkington, director and regional operations manager at Genesis Motor UK, is confident that the brand has a very different business model.“We're not talking about sub-premium, we're talking about a premium product, a premium price product and excellent value for money,” he told us. “We're talking about a luxury experience where we put the customer at the centre of the business, not actually putting the car at the centre of the business.”
Making the customer the focus rather than the car is a different strategy to many rivals, and Pilkington is confident that 2022 will be a strong year for Genesis, which is the top premium player in its home market of South Korea.
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